2014-year-in-sports-media-february-2015

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NCAA BASKETBALLMen’s college basketball fans excitement about college hoops built a lot of momentum throughout the season and hit a crescendoheading into March Madness. The average hoops audience grew steadily each month over the course of the regular season, as theaverage audience increased 133% from Nov ’13 to March ’14.After cinching the men’s Championship, UConn went on to make history (again!) by winning both the men’s and women’s teamsfor the second time. No doubt due to the two undefeated teams showcased in the championship game (Notre Dame and UConn),the Women’s Championship game attracted an average 4.3 million viewers, a 33% increase from 2013 and the highest since 2004.TIMELINE OF SEASON HIGHLIGHTSAVERAGE # OF TV VIEWERS# OF TWEETS5.3 M10.4 M21.3 M2.1 MROUND OF 64March 20-21(32 telecasts)CBS / TBS / TNT / TRUTVROUND OF 32March 22-23(16 telecasts)CBS / TBS / TNT / TRUTV6 MSWEET 16March 27-28(8 telecasts)CBS/TBSELITE 8March 29-30(4 telecasts)CBS/TBS14 MFINAL 4April 5(2 telecasts)TBS/TNT/TRUTVCHAMPIONSHIP GAMEApril 7CBSMARCHAPRIL2.6 MPeople in the U.S. who Tweet about NCAA Basketball games are 24% more likely to Tweet about the Banks than theyare to Tweet about brands in general. (11/18/2013 – 3/11/2014)26 NIELSEN YEAR IN SPORTS REPORT
WHO’S WATCHINGCOLLEGE BASKETBALL?It goes beyond just gender for college basketball fans—men’s and women’s college basketball attracts entirely different audiences.Compared to men’s basketball, women’s basketball viewers tend to be significantly older—44% over age 65—and less likely to becollege-educated. Women and African-Americans comprise a larger part of the audience.MEN’SBASKETBALL69%31%42%27%77%3%2%9%20%28%31%Gender Education Race/EthnicityAge17%27%17%WOMEN’SBASKETBALL61%39%37%25%39%▪ Male ▪ Female ▪ 4+ Years College▪ 1-3 Years College ▪ No College71%▪ Black ▪ White▪ Hispanic ▪ Asian4%2%22%8%11% 23%42%▪ 2-17 ▪ 18-34 ▪ 35-54▪ 55-64 ▪ 65+16%LOCAL MARKET INSIGHTS:• Bluegrass Basketball Rivalry: In Lexington, home market of the Kentucky Wildcats, 70% of adults are Kentuckybasketball fans, compared to 22% for Louisville Cardinals basketball. In the Louisville market, however, the dividebetween fans is less drastic; 55% of adults are fans of the Cardinals, while 46% are fans of the Wildcats.• Basketball Royalty: The Connecticut Huskies cut down the nets in 2014 in both the men’s and women’s NCAAbasketball tournaments, completing a rare sweep of both titles. Their matching prowess has earned both teamssimilar levels of support. In the Hartford DMA, 32% of adults are fans of Connecticut women’s basketball and/ormen’s basketball.• Tobacco Road: The Raleigh-Durham market is home to three programs that have each won multiple NCAABasketball Championships. 36% percent of Raleigh-Durham adults are fans of North Carolina; 32% are fans ofDuke; 29% are fans of North Carolina State.TOP 5 ADVERTISERSFAN INSIGHTS12345Capital OneBud LightSouthwest AirlinesAT&TAll-State InsuranceCompared to the average US adult, avid NCAA Basketball fans are:31%32%41%more likely to have bought computer hardware/softwarein the past 12 monthsmore likely to own stocks/stock optionsmore likely to have drunk whiskey in the past 30 daysCopyright © 2015 The Nielsen Company27
Page 1 and 2: YEAR INSPORTSMEDIAREPORT2014
Page 3 and 4: • Winter Olympic fans were treate
Page 5 and 6: Smartphone penetration is especiall
Page 7 and 8: SMARTPHONES ARE BECOMING ASESSENTIA
Page 9 and 10: THE OLYMPICS ON TVFrom start to end
Page 11 and 12: THE WORLD CUP ON TVWhile some of th
Page 13 and 14: WILL KATY PERRY SCORE A TOUCHDOWNAT
Page 15 and 16: THE NBA’sMULTICULTURALAUDIENCENBA
Page 17 and 18: MLB FAN-BASE FOUND OUTSIDE OFTRADIT
Page 19 and 20: THE NHL STADIUM SERIESINVITING NEW
Page 21 and 22: RICH SOCCER FANSHAVE OPEN WALLETSAc
Page 23 and 24: NASCARFAN FAVORITESAuto racing fans
Page 25: RORY McILROY RESONATESWITH YOUNGER
Page 29 and 30: SEASON OVER SEASON TV VIEWERSHIP:PL
Page 31: GLOBAL VIEW OF OLYMPICSRUSSIAOpenin
Page 34 and 35: SOURCE PAGE• The NBA’s Multicul

2014-year-in-sports-media-february-2015

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